Managing Risk of Bidding in Display Advertising.

Haifeng Zhang Weinan Zhang Yifei Rong Kan Ren Wenxin Li Jun Wang

Published in: CoRR (2017)

Keyphrases

display advertising
budget constraints
online advertising
risk management
advertising campaigns
online auctions
risk assessment
risk factors
decision making
sponsored search advertising
web pages
information retrieval systems
expected utility
bidding strategies
auction mechanisms